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In the country, more than 18 million people use Facebook and 6.5 million use Instagram

Southeast Asia has been a key market for Facebook, thanks to a fast-growing smartphone population. More than 241 million people use Facebook across the region, of which 94 per cent via mobile.

Malaysia, a mobile-first country with 144 per cent mobile penetration rate, is driving this growth for the company in the region. In the country, more than 18 million people use Facebook and 6.5 million use Instagram.

To further leverage the potential of this growth, the company has opened an office in Kuala Lumpur in Malaysia.

It has also announced Nicole Tan will take on the role of Head of Malaysia. Tan will lead the local business team that will partner closely with businesses and agencies, helping them get more value out of Facebook’s solutions.

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“Malaysians on Facebook are an active and mobile first community. They have 60 per cent more friends than the global average and spend more time watching video on their smartphones than consumers in any other country in SEA. With more than 13 million people in Malaysia connected to a business Page, we also know they want to build deeper connections with businesses,” said Tan.

Tan was most recently Managing Director of J.Walter Thompson (JWT) Malaysia and carries 20 years of industry experience in the FMCG, tech, and automotive sectors. Throughout her career, her teams and projects gained industry accolades from the locally acclaimed Kancils and international awards such as Spikes, Clio, D&AD & Effies. In addition to her experience leading the Malaysia team, she previously served in account leadership roles for JWT in China.

“In Malaysia 94 per cent of people discover products and brands on Facebook and 62 per cent make a purchase after discovery. Our local team in Malaysia will be focused on helping businesses tap into this unprecedented opportunity to connect with today’s mobile-first consumers,” said Kenneth Bishop, Managing Director, Southeast Asia, Facebook.

Facebook already has offices in Manila (Philippines), Singapore, Hong Kong, and Indonesia in Southeast Asia.

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